国外文献分析.ppt

本作品采用知识共享署名-非商业性使用 2.5 中国大陆许可协议进行许可。 专业交流 模板超市 设计服务 NordriDesign中国专业PowerPoint媒体设计与开发 本作品的提供是以适用知识共享组织的公共许可（ 简称“CCPL” 或 “许可”） 条款为前提的。本作品受著作权法以及其他相关法律的保护。对本作品的使用不得超越本许可授权的范围。 如您行使本许可授予的使用本作品的权利，就表明您接受并同意遵守本许可的条款。在您接受这些条款和规定的前提下，许可人授予您本许可所包括的权利。 查看全部… Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products Rashmi Adaval Robert s. Wyer Jr. 由NordriDesign提供 Journal of Marketing Research 引入问题 Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products In this article, we examine the extent to which consumer’s exposure to externally provided prices can influence the price they are willing to pay for products in either the same or a different category. Price anchor：价格参照物 参照效应：外部价格影响所致的消费者对产品价格估计的偏差 （高价格条件下的评估值与低价格水平下的估计值的差异） 前人研究 Contextual Influences of Prices: Different Theoretical Perspective 价格参照的作用机理：不同的理论视角 Anchoring and Adjustment (Tversky and Kahneman, 1974) Selective accessibility (Strack and Mussweiler, 1997) Output processes (Schwarz and Wyer, 1985) 前人研究 Anchoring and Adjustment Selective accessibility (Strack and Mussweiler, 1997) Output processes (Schwarz and Wyer, 1985) 极端值高，则估计值偏高 极端值低，则估计值偏低 Do not have a specific a priori value in mind 无参考值 First select an extreme value (anchor) 选择极端值用作参考 Adjust until they arrive at a plausible value 调整至合理值 前人研究 Selective accessibility Anchoring and Adjustment (Tversky and Kahneman, 1974) Output processes (Schwarz and Wyer, 1985) Memory about the features of the anchor Think about features of a stimulus with values similar to that of the anchor Report a judgment based on the anchor 前人研究 Output processes Anchoring and Adjustment (Tversky and Kahneman, 1974) Selective accessibility (Strack and Mussweiler, 1997) The anchoring effects can also be the result of processes that occur at the output stage of processing 参照效应也受输出过程的影响 Incidental anchors can exer